Experimentation and self learning in continuous database marketing

We present a method for continuous database marketing that identifies target customers for a number of marketing offers using predictive models. The algorithm then selects the appropriate offer for the customer. Experimental design principles are encapsulated to capture more information that will be used to monitor and refine the predictive models. The updated predictive models are then used for the next round of marketing offers.

A systemic approach to the database marketing process

The role of database marketing (DBM) has become increasingly important for organisations that have large databases of information on customers with whom they deal directly. At the same time, DBM models used in practice have increased in sophistication. This paper examines a systemic view of DBM and the role of analytical techniques within DBM. It extends existing process models to develop a systemic model that encompasses the increased complexity of DBM in practice. The systemic model provides a framework to integrate data mining, experimental design and prioritisation decisions. This paper goes on to identify opportunities for research in DBM, including DBM process models used in practice, the use of evolutionary operations techniques in DBM, prioritisation decisions, and the factors that surround the uptake of DBM.

Self-determination theory and needs satisfaction in marketing education : are we meeting the needs of students in large marketing classes?

The aim of this study is to assess whether universities are meeting the needs of students in large marketing classes. In so doing the study investigates the application of self determination theory and psychological needs satisfaction. The basic needs scale, comprising of three constructs; Control, Competence and Caring was adapted and used to evaluate students’ perception of an introductory marketing subject. The study used a multi-method approach consisting of a literature review, a qualitative phase involving in-depth interviews with marketing teaching staff and focus groups with marketing students and a survey of students about introductory level marketing. An adapted version of the basic psychological needs scale was included in a questionnaire that was administered to a convenience sample of 366 students. MANOVA, ANOVA and descriptive statistics were used to analyse the data. The results show that the psychological needs satisfaction of many students are not being fully realised. It was also found that marketing degree students enjoyed the challenges and were more stimulated by the subject. The higher achieving students enjoyed the challenge of the subject more than the lower achieving students. As a result of this study, there are three suggestions for further research. Firstly, further study should compare subjects, with relatively small enrolments, to those with large enrolments to corroborate the value of this method of assessing student satisfaction. Secondly, the use of a larger sample across other universities would confirm whether these findings hold for other institutions. Finally, it is suggested that a structural model should be developed to extend this investigation of student satisfaction and the constructs used in the study.

Investigating social marketing, benchmarking and public policy development in environmental management

This paper discusses, an application of social marketing relating to pro-environmental awareness and social change. The integration of consumer behaviour theory into social marketing has been highlighted in the literature as requiring greater attention. Social marketing campaigns, like all marketing activities, rely on an understanding of stakeholders' attitudes and motivations in regard to the issue of concern, as well as towards the desired modified behaviour or lack of behaviour. The study highlights the marketing paradigms of benchmarking and social marketing in a not for profit governmental environment. Serrated Tussock has been designated as a weed of national significance and therefore the program has national implications (Thorp 2000). Even though issues associated with introduced species are less publicised than other environmental issues on the world stage, the associated environmental problems are no less severe than those caused by production and consumption activities. Weed control is a widespread problem facing individuals, communities and governments at all levels. A triangulatory approach, involving three distinct phases and incorporating both qualitative and quantitative tools, was used for the research design. The qualitative phase involved focus groups and in depth interviews with landholders, focus groups with professionals in the field and a focus group of key stakeholders. The mail survey resulted in a representative sample of 608 usable responses from the infestation area. The research conducted in this study illustrates how the various stages in the social marketing process were achieved and recommendations consistent with social marketing theory were generated.

Government influence on intrinsic and extrinsic motivation in environmental social marketing

There is a need for more effective and efficient social behavioural change programs instigated by public sector environmental management organisations. The concepts of intrinsic motivation and extrinsic motivation have been shown to provide insights into the environmental behaviour of various groups. The aim of the paper is to investigate the relationship between Intrinsic Motivation, Extrinsic Motivation and Government influence. In particular this study examines the inter-relationship between intrinsic and extrinsic motivation in environmental management. A random sample of 566 land managers in South-eastern Australia was obtained. A structural equation model was used to develop a model which identities the relationship between intrinsic motivation, extrinsic motivation and government influence.